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Marketing of food may involve up to twenty different activities from the time the food leaves the farm gate until it appears on the dining table. Nowadays food and drink producers and manufacturers do far more than satisfying the nation's basic dietary needs as Jeremy Bull describes in his review of

This case explores the turnaround and corporate renewal of the Chicago Blackhawks professional hockey team, which transformed from one of the worst-run organizations in all of professional sports in 2007 to one that won the Stanley Cup (the National Hockey League championship trophy) in 2010. W. Rockwell “Rocky” Wirtz was faced with making critical decisions shortly after inheriting the team from his father, who was the individual most associated with the organization's decline. The team faced financial trouble and had narrowly avoided missing payroll; the previous customer relations strategy (which included refusing to televise home games or to conduct effective marketing) had resulted in significantly diminished brand value; and management and player personnel were devoid of effective leadership. At its nadir, the team was named “The Worst Franchise in Professional Sports” by ESPN in 2004. After assuming control, Rocky embarked on an ambitious corporate renewal strategy that included the following components: leadership: install a new management team with clear goals and creative ideas about how to turn around the organization; culture: reward players for accomplishing their goals and establish a performance-based culture; financial: seek new corporate sponsorships and increase ticket prices once the team established a winning record; and brand and marketing: send a clear message that the team was intent upon winning the championship and design a customer-focused marketing strategy.

After analyzing the case, students should be able to: recommend strategic, financial, and operational changes needed to turn around the organization, and identify key leadership qualities that enable execution of a turnaround plan.

A new modern style of wine has emerged in Hungary which draws heavily on the wine making and wine marketing success of the so‐ called New World. Examining two very different wine companies, one foreign‐owned, the other indigeneous, this article highlights the success of these initiatives, illustrating how they have boosted Hungarian wine exports and helped create a positive image for Hungarian table wine. Such approaches cannot be followed exclusively, however. Hungary will never be able to export all its production to the west. Attention still needs to be paid to both domestic demand for the old oxidised wine styles as well as demand in the other export markets in the former COMECON countries. This should help to provide a softer landing for an industry struggling with the upheavals of the last three years. The article concludes that Hungary's willingness to experiment and adopt western methods, together with its relative economic and political stability, suggest that the Hungarian wine industry could and should become the centre for innovation in Eastern Europe.

Geertz is well known for his methodology. Many Symbolic Interactionists refer to his notion of “thick description.” They may not know his work on Indonesia in general, but they often know his famous essay on the Balinese cockfight: “Deep Play” (Geertz, 1972, 1973). That essay is often held up as an exemplary “model” of ethnographic fieldwork. But we need to examine what he calls “thick description” more carefully. After the first few pages of the essay there is actually very little “idiographic description” per se. Much of the paper concerns general description and analysis. We do not get a blow-by-blow account of a cockfight as viewed by Geertz. Instead we get an analysis that is based on Jeremy Bentham’s Utilitarianism (Parekh, 1998). There is a good deal missing from the broader analysis as well. Much of that can be found in other work (Geertz, 1959, 1966, 1980, 1995). Students who only read “Deep Play” often form a superficial impression of the method of “thick description” and a distorted sense of Balinese culture (Howe, 2001; Vickers, 1996 [1981]; Warren, 1993). This essay supplements Geertz’s essay with a discussion of a religious ceremony of far more importance than the largely secular cockfight. I touch on a central feature of Balinese society not emphasized by Geertz: the temple anniversary festival. It is called an odalan (Belo, 1966 [1953a]; Eiseman, 1990; Geertz, 2004). But the problem is not just restricted to the “Deep Play” essay. Geertz’s other work is often also not based primarily on ethnographic thick description. It concerns historical and sociological generalizations. Those are often based on archives and general fieldwork. Geertz also benefits from reading of Dutch research not available in English. The celebrations which take place at a temple are “deeper” than more immediate, largely secular games like a cockfight. Geertz’s oeuvre is well worth reading, but his notion of “thick description” needs to be seen in a broader, comparative historical sociological context. That involves Interpretive research paradigms that Geertz, as a symbolic anthropologist, distanced himself from, including Symbolic Interactionism and Weberian verstehende Soziologie.

In the UK, major IT public procurement projects regularly fail at significant cost to the taxpayer. The prevalence of these failures presents scholars with a challenge; to both understand their genesis and to facilitate learning and prevention. Functional approaches have revealed numerous determinants of failure ranging from procurement specifications to risk escalation, but true and definitive causes remain elusive. However, since failure is not itself an absolute truth, but rather a concept which is reached when support is withdrawn, the survival of a project depends on there being sufficient belief in its legitimacy. We use critical hermeneutic methods and the conceptual lens of legitimacy to reveal powerful legitimating influences that enable and constrain action, but which are not analysed in the retrospective government inquiries that determine lessons learned.

Usage patterns of mobile phones in Israel position them as instruments of great importance and as everyday, multipurpose, and interpersonal devices. This study utilizes a critical perspective of the “uses and gratifications” approach to explore the usage of and gratification sought from smartphone usage of millennials. Sixty personal in-depth interviews were conducted during 2013 with millennials (undergraduate students) with the primary goal of exploring millennials’ perceptions of smartphone usages, as well as their personal experiences with smartphones and the role of smartphones in their lives. A grounded theory approach was used to analyze students’ reflections on the roles of smartphones in their lives. Participants have expressed a great bonding with their smartphone and relationships that can be described in term of "love and hate.” The thematic analysis highlighted the addictive elements of using their smartphone, that is, using it more frequently and under undesired circumstances than one would like to, and even becoming anxious about losing the device or even getting too far away from it. Other leading themes included the influence of external pressures to use smartphones, the varied usefulness that smartphones serve in participants’ lives, and a strong sense of "Fear of missing out" as an explanation for their extensive use of their smartphones. The findings of this chapter indicate that smartphones have become an indispensable medium among young adults, used due to practical, as well as to emotional reasons; inner, as well as external impulses.